On July 5, the domain name www.sunonsunday.com was registered by an unknown company. Several politicians and media commentators have speculated that News International is the owner of the domain name and is intending to rebrand its profitable newspaper.

Lord Prescott described the closure as "a management stunt" and said that the paper will "no doubt become the Sunday Sun".

Former Culture, Media and Sport Secretary Ben Bradshaw said: "The News of the World closure announcement is a smokescreen. News International were planning a seven-day operation anyway. It doesn't address alleged crimes under the editorship of [Rebekah] Brooks."

Meanwhile, former Independent on Sunday editor Peter Wilby said: "I'd wager, [not] a single Sunday will pass without a Murdoch tabloid appearing on the streets. After the News of the World's final issue this weekend, which will contain no commercial advertising and which will, we are told, devote its circulation revenues solely to good causes, expect a Sun on Sunday to appear the following week."

News International had previously announced plans to extend its main papers to a seven-day output.

However, The Sunday Sun is already a newspaper in Newscastle, owned by Trinity Mirror, which Rupert Murdoch tried to buy in the 1970s, although the title Sun on Sunday is available.

Speculation of a Sun on Sunday has also reached Twitter, with TV presenter Richard Madeley saying: "I don't think a Sunday Sun would succeed as things stand - people aren't stupid. But I'm sure this is all about protecting the BSkyB buyout."

Channel 4 News presenter Jon Snow said: "Watch for the Sunday Sun the Sunday after the News of the World dies this weekend?...at the rising of The Sun a going down of the scandal?"